Hyundai Buyers: Captive No More

PORTLAND, OR – Back in the 1980s and 1990s, most U.S. owners purchased a Hyundai because it was the only new vehicle they could afford.
It was either a Hyundai or a used car.
Hyundai Motor America Inc.’s own internal research dubbed these buyers “captive resentfuls.”
Now it’s 2004 and Hyundai is the darling of the U.S. auto industry.
Following a bumpy patch in the 1990s, when quality issues plagued the brand, U.S. sales have skyrocketed 344% since 1998.
Last year, Hyundai blew past ...

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